Less than half of brands exploring customer mobile behaviour through desktop web analytics
Over three quarters of respondents planning mobile-focused websites in the next 12 months
Visitor personas and device awareness key to understanding mobile behaviour and engagement
May 12th 2014. Netbiscuits has released the results from a study of UK marketers which found that 70.9 per cent are using mobile as an integral part of their multichannel brand experience, with 52 per cent using it to increase overall web traffic numbers. While these numbers may not be surprising, the research also found that marketers are struggling to analyse and measure customer behaviour on mobile, with over 50 per cent still deploying traditional desktop web analytics to try and understand user engagement on mobile devices.
Marketers are quickly moving away from the idea of re-engineering desktop websites for mobile use;- instead looking for dedicated mobile solutions.
The poll conducted during a Netbiscuits and Brand Republic webcast revealed that 62 per cent of marketers would opt for a responsive website, while 18 per cent opted for both a dedicated and adaptive website respectively.
In addition, 30 per cent of those surveyed said that their business could benefit from greater mobile investment; and an encouraging 20 per cent said they are continuing to invest more in boosting their mobile capabilities.
Netbiscuits suggests the use of mobile specific analytics can help marketers classify users into groups.
Using multiple mobile data points like device screen size, bandwidth speed at point of connection, and location as one simple example can help marketers identify and track abandonment issues and highest conversion segments.
If you see bounce rates increase as screen sizes and connection speeds decrease you’re likely to have a website or campaign that isn’t performing well for people using smartphones on the move.
Anthony Payne, director of global product marketing with Netbiscuits, said, “We have spent millions on desktop analytics solutions to perfect tracking web user journeys, and we should consider whether these can offer us the level of detail needed to analyse mobile visitor behaviour.”
“None of this is new. But what is new is that the dominance of the digital channel for most businesses means that to gain that understanding of their customers, marketers now have so much more data on their customers and on their prospects than they ever had before.”
“What’s essential is that they need to be able to interpret it and actually make use of that data.”
“We’ve been working with our customers to develop a number of user personas, as a way to simplify how the data can be interpreted.”
“These personas showcase valuable insights on specific user device and preference behaviour that can then be used to enhance mobile web content.”
“If you had access to knowing this information about your customers and you recognized those differences, would you have the same assessment in terms of your funnel analysis, and treat all three of those different segments in the same way?”
Netbiscuits recently made its enterprise-level Mobile Analytics and Device Detection offerings available free to companies of all sizes, via subscription model, making it simple for businesses to better understand the behaviour of users on mobile websites through unparalleled device and contextual data.
By giving marketers these powerful tools, businesses no longer have to rely on guesswork when developing a mobile strategy and can better understand why users engage, abandon or convert on their mobile device.
Download the full report from here